PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN PADA GRAND CHARLY VHT FAMILY KARAOKE DI RAWAMANGUN

Hanifiani, Dini (2019) PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN PADA GRAND CHARLY VHT FAMILY KARAOKE DI RAWAMANGUN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan citra merek terhadap loyalitas konsumen melalui kepuasan konsumen. Baik pengaruh secara langsung dan tidak langsung dengan variabel independen dan dependen. Populasi dalam penelitian ini adalah konsumen yang berada di Rawamangun yang pernah menggunakan jasa hiburan Grand Charly Vht family karaoke dan minimal sudah pernah menggunakan jasa hiburan Grand Charly Vht family karaoke sebanyak dua kali atau lebih. Pengambilan sampel menggunakan metode purposive sampling dengan teknik quota sampling sebanyak 100 responden dengan cara menyebarkan kuesioner. Penelitian ini menggunakan path analysis dengan metode Partial Least Square yaitu menggunakan SmartPLS 3.0. Hasil pembahasan dapat disimpulkan bahwa : (1) Kualitas pelayanan memiliki pengaruh langsung dan signifikan terhadap kepuasan konsumen (2) Citra merek memiliki pengaruh langsung dan signifikan terhadap kepuasan konsumen (3) Kualitas pelayanan tidak memiliki pengaruh langsung dan tidak signifikan terhadap loyalitas konsumen (4) Citra merek memiliki pengaruh langsung dan signifikan terhadap loyalitas konsumen dan (5) Kualitas pelayanan, dan citra merek secara bersama-sama memiliki hubungan yang langsung dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen. Kata Kunci : Kualitas Pelayanan, Citra Merek, Loyalitas Konsumen dan Kepuasan Konsumen ABSTRACT This research aims to determine the influence of quality of service and brand image towards consumer loyalty through consumer satisfaction. Both direct and indirect influences with independent and dependent variables. The population in this research is a consumer who is in Rawamangun who has used the entertainment service Grand Charly Vht family karaoke and at least have used the entertainment service Grand Charly Vht family karaoke twice or more. Sampling using the Purposive sampling method with a quota sampling technique of 100 respondents by spreading the questionnaire. This research uses the path analysis with Partial Least Square method of using SmartPLS 3.0. The results of the discussion can be concluded that: (1) Quality of service has a direct and significant influence on consumer satisfaction (2) Brand image has a direct and significant influence on consumer satisfaction (3) Quality of service has no direct and insignificant influence on consumer loyalty (4) Brand image has a direct and significant influence on consumer loyalty and (5) service quality, and brand image jointly has a direct and Customer loyalty through consumer satisfaction. Keywords: Service quality, brand image, customer loyalty, customer satisfaction

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorAprileny, ImeldaUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 21 Dec 2021 02:36
Last Modified: 21 Dec 2021 02:36
URI: http://repository.stei.ac.id/id/eprint/6328

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